Travel & tourism: the world at your fingertips

Achieve the highest levels of online communication by using SDL Tridion's content management solutions, used by many of today's leaders in the travel and tourism industry, including Emirates, Haven & British Holidays, KLM, Orient Express, Tourism Ireland, Virgin Atlantic and VisitBritain.

Cheap flights

If something gave the Travel & Tourism industry a boost over the past few years it is certainly the breakthrough of airline carriers that offer cheap flights. City hopping in Europe with no-frills airlines and all-inclusive concepts across the Mediterranean are relatively new concepts in the travel & tourism industry. Well established airlines as well as the whole distribution channel are challenged by both low cost entries into the market and the explosive growth of the Internet as the way to book a flight or a holiday. A constant online presence with aggressive online marketing concepts are crucial to survive in this highly competitive market going forward. Always online will be the paradigm of this industry from now.

Three times or more…

These days people travel more often than ever before. Going on holiday abroad not once, but twice or more each year is increasingly becoming standard. A thorough understanding of the customer and his needs has become essential for the Travel and Tourism industry. Customer relationship management (CRM) is crucial in keeping track of customer behaviour, demands and experiences so you can maximise your product development efforts and marketing communication investments based on customer intelligence. Collecting, analysing and interpreting data of the online behaviour of your potential clients is a crucial element in this strategy.

Worldwide business

The major challenge is having the control and flexibility to support both the needs of your central and local offices. A too centralised approach, where all the content is created and translated from one central office does not work. There is often a deficiency in either local knowledge or the translation skills required to capture the needs of each local market. Equally, a too decentralised approach is in danger of losing brand control, and of becoming too costly to maintain.

Business and pleasure

The executive travelling first class from New York to Singapore might well be the same individual buying cheap flights on a low cost carrier for a short holiday with his family. The business and pleasure traveller have different requirements but often are the same recurring customers. Communicating with these different yet same target audiences is a delicate process. Customer loyalty programmes were invented in the travel & tourism world, and require serious evaluation given the fundamental business shifts in the industry.

Benefits

Customer loyalty

SDL Tridion allows you to maximise your customer loyalty efforts. SDL Tridion's personalisation & profiling features give you the opportunity to offer the right content to your customers, fitting both push and pull marketing strategies. It is proven with our customers that these features really support your online strategies, making customers more loyal and increasing the revenues from your existing client base substantially.

Brand control

Many of our customers in the Travel and Tourism sector need to manage multiple brands in a global environment. Only SDL Tridion can really make this happen in a cost-effective, reliable and rapid manner. Our BluePrinting™ technology is key in making this work for you.

Web site globalisation

Web site globalisation is so much more than copy, paste and translating Web sites for various countries or target audiences. Of course language and country sites are the most visible result of a global online presence.

The complexity, however, is in the intelligence of combining local needs with corporate communication strategies. Local needs go beyond translation.

For example, they go as far as localising company messaging; local business functionality in Web forms and applications; locally targeted communication to multiple audiences through a Web site, e-mail newsletter or even print. This so called multi-faceted management stretches far beyond the need for just translating. It also involves areas like the localisation of sites and content types.

Back office integration

The success of the Travel and Tourism sector online strongly depends on the quality of their booking tools. But a booking tool alone does not do the job. The content context makes visitors find sites, go there, read content and book a flight or holiday or reserve a hire car online.

Making this work from an IT perspective requires seamless back-end integration of your CMS, booking tool and CRM system. As an enterprise WCM solution SDL Tridion is well suited for the job. All our clients in this sector run successful Web sites which are completely integrated with all relevant back office systems. Our product, our Professional Service capabilities and our strong global partner network make this work.